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Research article

First published 2024-2

How Brand Innovativeness Generates Positive Word of Mouth

Pham Hung Cuong, Xuan-Doanh Nguyen-Le, Liem Viet Ngo [...]

Australasian Marketing Journal

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Research article

First published 2022-4

Let’s Watch Live Streaming: How Streamer Credibility Influences Brand Attitude in Esports Streamer Marketing

Qingru Xu, Hanyoung Kim, Andrew C. Billings

Communication & Sport

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Research article

First published 2018-1

Management-based Factors of Sports Celebrity Endorsement and Effect on Brand Image

Abdullah Malik, Bushan D. Sudhakar, Dhruv Shankar Dutta

IIM Kozhikode Society & Management Review

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Research article

First published 2026-2

Pathways to persuasion: The impact of social media influencers’ self-disclosure and follower size on persuasion outcomes

Nicole Kashian

New Media & Society

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Research article

First published 2025

Non-disabled and disabled baristas: How differently do employee service attributes affect customer satisfaction?

Jinkyung Jenny Kim, Chihyung Michael Ok, Kyu-Hyeon Joo [...]

Tourism and Hospitality Research

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Research article

First published 2008-01

Understanding the use of celebrity endorsers for hospitality firms

Vincent P. Magnini, Earl D. Honeycutt, Ashley M. Cross

Journal of Vacation Marketing

Open access

Research article

First published 2025-7

Interactions Among Attractiveness,Expertise,Trustworthiness,and Product Involvement in Consumption Behavior on Livestreams

Yenan Zhang, Gukseong Lee

Sage Open

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Research article

First published 2022-9

The impact of consumers’ status - participant or nonparticipant - on the evaluation of empowerment strategies

Hajer Bachouche, Ouidade Sabri

Recherche et Applications en Marketing (English Edition)

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Research article

First published 2021-1

Influencer Marketing: An Exploratory Study to Identify Antecedents of Consumer Behavior of Millennial

Anjali Chopra, Vrushali Avhad, and Sonali Jaju

Business Perspectives and Research

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Research article

First published 2014-2

Let Users Generate Your Video Ads? The Impact of Video Source and Quality on Consumers’ Perceptions and Intended Behaviors

Julia Hautz, Johann Füller, Katja Hutter [...]

Journal of Interactive Marketing

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